by new Blogger, Bob Schmonsees.
I have lots of people ask me the difference between a Value Map and the templates & conversation support forms that are part of every solution centric messaging or selling methodology. My answer is as follows:

Well constructed Value Maps are more about explicitly cataloging and describing the "What"; i.e. the facts, ideas, and insights we want sales people to understand so they can ultimately communicate like a problem solver as well as a product seller.

Conversation support templates and forms are more about the "How"; i.e. scripting the sales dialogue, and how best to communicate those facts, ideas, and insights. This is a whole lot trickier and it constitutes the Art of the communications process!

Sure, there's some overlap, between the What & the How, but if your sales people don't have a fundamental understanding of the customer's needs and issues, along with your solution's value and differentiation in the context of those needs and issues, then it's a crap shoot think they'll be able to pull off the conversation, no matter how good the script or prompter is.

That's why creating a Value Map should be the first step in any solutions selling, sales enablement, or customer centric messaging initiative.